The ongoing development of data and communication technologies opens up new opportunities for companies. Matelso is a leading MarTech specialist for Digital Customer Experience and Communication Based Lead Management. Together with brand consultant Frank Müller, we supported Matelso in its repositioning. We developed a flexible brand design. Communicating complex technology topics in a customer-oriented way - that was the challenge. The result is a clear brand narrative “Turning Data into successful business stories” and a visually appealing design in black, yellow and grey. The new brand design ensures a high recognition value and a strong differentiation of the brand. New, simple icons help to make the complex contents and processes even more comprehensible. The expressive logo in the shape of an M stands for dynamism and movement. It conveys a feeling of liveliness. With this combination of clear branding and brand narrative, Matelso has repositioned itself - away from being a pure product provider and towards becoming a MarTech specialist for digital customer experience and communication-based lead management.